The important role of diet and nutritional supplements

Joy Chatterjee, General Manager- Sales and Marketing, Mankind Pharma in an exclusive interaction with Healthcare Radius on the role and the relationship between nutrition and immunity

What is the role of diet and nutritional supplements during COVID-19?
It is highly recommended to maintain a good nutritional status to fight against the virus. Nutritional status varies from person to person by several factors such as age, health status, lifestyle and medications. Taking a healthy diet with a healthy lifestyle is considered a strong pillar to fight against any illness. An adequate intake of zinc, iron and vitamins and mineral is essential for the maintenance of immune function to protect the body from infection. However, many times we tend to ignore taking all the required mineral and vitamins, hence, multivitamins supplements fills that gap. Health experts and Doctors have also underlined the importance of the intake of essential vitamins and minerals.

Is there a role for nutritional supplements in the COVID-19 Pandemic?
We all are well aware of the fact that if the body doesn’t get the proper nourishment then the chances of being exposed to disease become higher. COVID-19 has imposed a new set of challenges for the individual to maintain a healthy diet consisting of essential vitamins and minerals.
The act of confining to one’s home for more than a year has made a significant impact on our body, resulting in changes in eating patterns, sleeping habits, and physical activity. Hence, this has led people to focus on health and take those supplements which are beneficial for their immunity.

Can you briefly summarize the relationship between nutrition and immunity?
Immunity and nutrition work together to achieve good health. During such times, all of us must pay attention to our diet and nutritional status during the ongoing COVID-19 pandemic. Having a good immunity is a shield that protects us from being infected. One should take essential vitamins, minerals with Zinc, Vitamin C and Vitamin D as these builds immunity. But nutrition can’t work alone, it can only be helpful when one consumes a good diet along with exercise.

Tell us about Health OK and the reason behind launching this product?
‘Health OK’, multivitamin and mineral tablets, that help cope up with modern lifestyles problems, with its unique formulations of Natural Ginseng and Taurine for maintaining energy, 20 multivitamin and minerals for improving overall health and Vitamin C, D and Zinc, for building Immunity.
The decision was made at a time when the country is grappling with the COVID-19 pandemic and there is an increased focus on preventive healthcare. Factors such as rising health conditions, changing diets and eating habits have led to an uprising demand in the market. The brand is fully committed to satisfy aspiring needs and help consumers to get the best quality products.
Due to the fast-paced life cycle, people tend to ignore their health by skipping meals, and thus look for convenient and unhealthy eating habits leading to regular tiredness, fatigue and weakness- which are signs of lack of macro and micronutrients, hence, resulting in low energy and deteriorating overall health.

What was your strategy in getting Anil Kapoor and Ranveer Singh as the brand ambassador? Also, why these superstars?
Studies revealed that multivitamins are consumed for mainly two reasons, Energy and overall fitness with good immunity. To intensify and aware people of the product the brand is associated with the Age-defying Anil Kapoor and iconic youth superstar Ranveer Singh, to spread the message of a healthy and energetic lifestyle. As no one was better than Anil Kapoor, who is the epitome of a healthy lifestyle and Ranveer Singh, known for his super-energetic persona, to endorse Health OK.

What is the audience’s response to the brand after the launch? Please share the increase in sales or demand?
We are receiving positive feedback, and a lot of queries through social media regards to product and people are appreciating the choice of brand ambassadors. We surpassed our expected numbers and will end up achieving more than we forecasted due to high demand we have revised our projection as well.

What are your plans and targets?
We will be extending our offering in the VMS category. We will continue to offer products based on consumer needs. The positive response is evident in our sales numbers as well, we are achieving a good growth rate YOY basis. Our approach for this category is to solve the problems of consumers.

How do you see the scope of the multi-vitamin and mineral tablets market in India?
Today Vitamins, minerals and supplement category witnessing upward sales trend because of the wellness trend and increased awareness of VMS. VMS category is worth 5503 crores today, out of which multivitamins contribute 1211 crores and minerals contribute 2082 crores. Both categories continue to grow with a healthy trend. To be called as best multivitamins and tablets, one has to have the right ingredient with daily essential multivitamins and important minerals like Zinc. Also, to add Only 37% of Indians take vitamins and mineral supplements and that also not regularly. So the scope of growth is huge. We want to highlight the product benefits with the help of our brand ambassadors.

Brands like Revital, Healthkart, Multi-life are quite popular brands, how would you reach out to the consumers?
Our product is well research-based — we have asked consumers, what they would like to see in their multivitamins and minerals. Health OK is a daily health supplement, a combination of  Zinc, Vitamin D and Vitamin C which helps in building Immunity. Its unique formulations of Natural Ginseng and Taurine helps in maintaining energy and 20 multivitamin and minerals for improving overall health.
As far as promoting the brand is concerned we will be focusing on TV, trade schemes, digital campaigns by featuring our brand ambassadors. Currently, we are also launching an influencer campaign and have roped in around 14 influencers like Harbhajan Singh, Harshvardhan Rane, Abhinav Bindra, Prince Yuvika Narula to name a few.

Are you planning to launch multivitamins for women and kids?
We will be extending our offering in the VMS category. We will continue to offer products based on consumer needs.